United States: Online shopping scams are becoming increasingly sophisticated as artificial intelligence (AI) enables fraudsters to create convincing fake websites, product images and customer reviews, making it harder for consumers to distinguish genuine retailers from fraudulent sellers.
The Better Business Bureau (BBB) reports that online purchase scams account for nearly 30% of all fraud complaints received by the organisation.
One such case involved Eva Borho, who paid $66 for a floral gown after seeing an advertisement on YouTube. However, the dress she received looked nothing like the product displayed online. Describing it as unwearable, Borho said returning it was impractical because the seller’s return address was in China and shipping would cost between $40 and $50.
According to BBB representative Josh Planos, AI has eliminated several traditional warning signs of fraudulent shopping websites. Scammers can now generate professionally designed storefronts, attractive product photographs and convincing customer testimonials with minimal effort.
An investigation into a seller named The Paw Parent further highlighted the problem. Although the business listed an address in Kansas City, investigators found no evidence of its presence there. Other occupants at the location were unfamiliar with the company.
Planos cautioned consumers against trusting websites simply because they appear professional. The BBB recommends checking website addresses for suspicious spellings, verifying contact details and searching sellers through its official platform before making payments.
It also warns that fake reviews and fabricated business addresses can create a false impression of credibility.
With online purchase fraud representing a significant share of consumer complaints, shoppers are being urged to investigate sellers rather than judge their credibility through website appearance alone.
